17-WCM-055_25YR-PrintPages_M3

AND COUNTING

WALLWORK CURRY MCKENNA
wcm-partners.com

To 25 YEARS Certainly a good excuse for a party. But it seemed
Terry MacDonald
John Pearson like we should probably recognize it in a more lasting way.
Jay Hill
Jack Connors From day one, it has always been about doing work we can be proud of. A tall order.
Mark Myers So much hard work, passion, and ideas we loved that died somewhere along the way.
Paul McDermott
Charlie Kiefer What we ended up with is really a 150-page Thank You note.
Jim Mullen
Larry Gordon A Thank You to all the people who’ve worked here and made us better. To the clients
Leo Spellman who have challenged us, trusted us, and valued us. And to all the friends who helped
Bruce Stevens us with their wisdom and generosity in good times and bad. You all know who you are.
Judy George
Ed Boudreau Times change, but the challenge is always the same. Creating smart, effective, honest
Tim Garner work that jumps off the screen of a TV, a tablet or a smartphone. Something people
notice. Talk about. Care about. A lot of our favorite work is on these pages. Advertising
And of course, Joan for start-ups, Fortune 500 companies and everything in between. Campaigns that
helped launch new brands, grow existing ones, and are building them still.

Jack Wallwork

1992 STEINWAY & SONS
“FACTORY EVENT”
It started on the 3rd floor of 205 Newbury Street with four people and
one account: Steinway & Sons. Jack Wallwork had split with his former JOHN GABRIEL VO:
agency partner, and called his friend and creative partner, Bob Curry. If you could come to the Steinway
Bob left his big agency job, recruited account service friend Tom Clark, factory to purchase your piano, you’d
and Wallwork Curry & Clark was in business. have the luxury of choosing from the
Steinway actually started two years before at Jack’s former agency. He world’s largest selection
picked up the morning newspaper in the office and saw that Vladimir of Steinways. Handmade grands
Horowitz, the famous Steinway pianist, had died. He figured Steinway and verticals... each one an
& Sons should run a big ad in The New York Times, so he had an idea original work of art.
and sent it to Steinway in New York that afternoon. Steinway just
happened to be in the middle of an agency review. But since you can’t come to us,
The ad ran, and would win just about every creative award an ad can for a few very special days, the
win. More importantly, the agency would also win the Steinway & Sons Steinway Factory will come to you.
national account, the beginning of a 20-year relationship.
Moral: check the morning headlines.

1992

“I’m afraid we’re calling with some bad news. You won our account.”

It was the beginning of an 11- year adventure with Domain, the home furnishings chain led by a visionary
CEO. She’d call it the longest relationship she’d ever had, other than her marriage. Our creative work, like
her store, had to have a personality like no one else. With passionate people on both sides, we got to create
some great advertising and Domain would expand into New York and Washington.

1993

“Who rented these chairs? They look like they came from a brothel.”

Neighborhood Health Plan is doing a review and they want to meet at our offices. Not good. A few rooms
on the third floor, and nowhere for anyone to sit. The rental company brings twelve of the tackiest bright
red chairs we’ve ever seen, so we make jokes about how cost conscious we are. Fortunately, NHP cares
about more important things. We would work together for the next 8 years.
Business is good, and there are a few more of us. Tom Clarke leaves, and we’re now Wallwork & Curry.
Our first name change.

NEIGHBORHOOD HEALTH PLAN “GETTING MORE”
MOTHER: I don’t know, Momma. My Mass Health Plan has been real good.
GRANDMOTHER: No, no. Listen to this. It really sounds good.
MOTHER: What is this? Neighborhood Health Plan? Oh, wait a minute.
This is the one Paula switched to. She really likes it.
GRANDMOTHER: (Reading) Free check ups for the baby. Free prescriptions.
Cough and cold medicine.
MOTHER: Oh, that will be great.
VO: If you get Mass Health Benefits, you’re eligible for even more coverage from
Neighborhood Health Plan.
GRANDMOTHER: Ya know, I just think this is fabulous. I think you should call.
When does it hurt to get more from a health plan?

1994 BAYBANK
:30 “VISA/BOBBY ORR”
Now it’s really getting a little crowded in the office, and friends at another agency tell us they’re leaving
their really cool loft space in the Exeter Theatre building. a block down Newbury Street. We roll the dice VO: Only a BayBank Gold Card offers local
and start packing. customer service whenever you need it.
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an annual fee

1994

Neighborhood Health Plan expands into Rhode Island, and we launch them there.

NEIGHBORHOOD HEALTH PLAN “PRIDE” NEIGHBORHOOD HEALTH PLAN “AROUND THE CORNER”

ANNCR. VO: PRESIDENT CLINTON RECORDING AS VO:
Pride runs deep in the neighborhoods of Massachusetts. People making a difference. We must make this our most urgent priority giving every American health security.
Making things better. That’s why Neighborhood Health Plan offers care at more than Health care that can never be taken away. Health care that is always there.
90 health centers and medical groups... where people understand that your life has
some aches and pains that are harder to fix than others. ANNCR. VO:
In Washington the promise of quality health care for everyone is somewhere down the
Neighborhood Health Plan. Because no one knows your neighborhood like the health road. In Rhode Island it’s right around the corner at all 22 Neighborhood Health Centers.
plan that lives there.
Introducing Neighborhood Health Plan of Rhode Island. A close friend.

1995 John Hancock, long identified as a leading insurance company,
hires us to help build their mutual fund business
“Turn on the TV. Our office is on fire.”
JOHN HANCOCK
One August night a grease fire in the kitchen at TGI “POOL”
Friday’s sends flames up through our building’s roof
and water and smoke destroy our top floor offices. WOMAN: Boy... your parents sure
Somehow the Fire Department lets us in to carry down know how to retire.
our server.
Water pours out of it, and it gets sent to someone who MAN: (Fantasizing) Yeah...
miraculously recovers all the creative files. nice place, huh?

People in the business call to offer help, advice and WOMAN: (half serious, half teasing)
office space. We move to space a block away. Our So, uh... you think we’ll ever be able
people stay. Our clients stay. And a long year later, to do this?
we’ll be back at 181 Newbury Street.
MAN: I don’t know...

ANNCR. VO: John Hancock Mutual
Funds offer a powerful investment
plan you can really stick with.
Because saving for retirement is
too important to leave to chance.

(Grandparents appear...
full of energy... just back from golf)

GRANDMOM: Hi, kids!

GRANDDAD: (Teasing his son and
wife) Hey, in 25 years you’ll be doing
this too... if you’re lucky.

ANNCR. VO: John Hancock Mutual
Funds are available through Geneva
Securities.

1995 HEALTHRIGHT HEALTHRIGHT
“FAMILY” “HEALTH”
HealthRight likes our work for Neighborhood Health Plan. They hire us to launch their new health insurance
plan in Connecticut. 15 plans get approved by the State, and they all launch simultaneously during open VO: It’s about growing up together. VO: You’re not just a mother.
enrollment. HealthRight becomes #2 in the market, second only to Blue Cross and Blue Shield.
Being there for each other. You’re a daughter... a sister... a wife.

Like friends... like family. You are so many things to so many
people. And they all look to you to take
If you’re on family Medicaid, the State care of them.
is going to ask you to choose a new
health plan. Tell them you want a health If you’re on family Medicaid, the State
plan that knows you... is going to ask you to choose a new
health plan. Tell them you want one that
cares about you. Tell them you want will care for you,
HealthRight. and care for others.

Because they’ll treat you like family. Tell them you want HealthRight.

Because they know how to treat
a woman.

1996 HEALTHRIGHT “BIG WHEEL” HEALTHRIGHT “GARDEN”

“Now that’s how to sell a piano!” MOM VO: My son and I are going MOM VO: Sometimes you get a chance
places. Believe it or not, he’s got to make things better.
“A dvertising copywriters take note. Your assignment today is to read the Steinway ad asthma. They’ve been times he could Last Fall, a lot of people on family
in the newest issue of The Robb Report. Read the Steinway ad in the newest issue of barely breathe. When people on family Medicaid were asked to choose a new
The Robb Report. Now that’s how to sell a piano!” Medicaid had to pick a health plan, I health plan.
- U nsolicited praise from broadcasting icon Paul Harvey on his nationally syndicated picked one with doctors who know how
radio broadcast “The Rest of the Story”, December 2nd. to control his asthma, and teach me So I picked one that would help me
how to deal with it too. A plan with a before - and after my baby was born.
pharmacy close by... so we can get his A plan with people who listen to me...
medicine in no time. answer my questions... and take the
Because my little man and I... we’re time to explain what I don’t understand.
going places.
My health plan knows how things are
for me, and how to make things better.

1996

Transitions is a retail store that is part of Boston homeless shelter, The Pine Street Inn. Transitions
sells gently used clothing and provides employment experience for Pine Street Inn guests.

1997 Our former First Years client is now
with Tucker, a Mobil company, and hires
Unicco has quietly built a really big facilities services us for the second time. Hopefully this is
company with over 20,000 employees. The new CMO a trend.
doesn’t want to keep it quiet anymore. He wants to transform the home storage
category with consumer-friendly design
innovations and color.

1997

Virginia Beach General Hospital likes our
healthcare work and hires us to elevate
their brand’s credibility for providing
advanced technology as well as personal
care. Their neonatal intensive care unit
gives us a particularly emotional way to
tell that story.

VIRGINIA BEACH
GENERAL HOSPITAL
“EARLY ZACH”
VO: When Zach was born at Virginia
Beach General Hospital, he was 3
months premature and weighed just
two pounds.
But thanks to a perinatologist and
on-site neonatologist, and the latest
technology, today Zach is like any
other kid his age.
He just arrives everywahere a
little bit early.

1998

We’re doing some work for SunLife, and they want us to launch their new Futurity division,
offering innovative annuity products to the financial industry.

1998

Mathsoft creates some amazing software that increases productivity for everyone
from young students to serious engineers. But how do you make that interesting?

1998

In the midst of a wave of bank mergers, Century Bank is still a family owned
bank, with a reputation for personal service, and proud of it.

1999

Our tech client Ardent wants to make big news with an acquisition, and we suggest a
full page ad in The Wall Street Journal. They agree. “But what about people we want
to reach who miss the ad that day?” they ask. Oh, we’ve got a mailer for them.

1999

2000 We’re pitching a sales support software startup called Salesnet, and partnering with Hook
Media, a company doing this new thing called digital media. We win the business, but
Handmade Steinways are significantly more expensive than other pianos, but more important, we meet Alison Costello from Hook. A year later, she’ll agree to come and
they’re the only pianos that actually appreciate in value and last for generations. work with us. And one day, she’ll be President of the company.

2000

2001

“I f you’re sitting on the right side of the plane, you’ll notice
a fire at The World Trade Center.”

It’s the morning of September 11th, and Jack and an account exec are on the 8 am shuttle
to LaGuardia for a meeting at the Steinway Factory in Long Island City. Flying along the East
River, the account exec notices black smoke pouring out of the World Trade Center in the
distance. The pilot comes on the intercom to mention it and announces that there will be
more news after they land. The news is on all the terminal TVs.

No one knows what to do. Cell phones don’t work. So they take a cab to the Steinway factory
nearby and have a quick meeting. No one can get off Long Island, so they rent a car and
drive to Port Jefferson for the next day’s ferry. Some people in the bar that night have been
in lower Manhattan at work, and are still covered with dust and soot.

2001

In England, the Aga radiant heat cooker is a legend, treasured by serious cooks, celebrities and yes,
royalty. It looks different. It cooks different. And it’s expensive. We get to introduce it to America.

2002

Bertucci’s hires us to grow their 90-store, east coast fast/casual chain. We talk to all the
management. We work in the restaurant kitchen with the chefs preparing ingredients and
cooking in the brick oven. It’s fresh. It’s authentic. We think to ourselves, this food is a lot
better than it has to be. Let’s tell people.

2002

AGA is building distribution in the US, and starts a relationship with our Domain
home furnishings client. One thing leas to another, and they buy Domain.

2003

Bertucci’s has an outdoor board in Boston’s Kenmore Square, just outside
Fenway Park where the Red Sox play. They almost write themselves.



2004

Pre-owned Steinway pianos are in great demand, and the biggest competition for
new Steinway piano sales. We brand and promote the Heirloom Collection: the only
pianos restored by Steinway, and using only genuine Steinway parts and materials.

2004

Our lease is ending at 181 Newbury Street. The office market is off about 20%,
but our landlord is somehow determined to increase the rent. So we’re off to a
new home at 10 City Square.
Our former Tucker client is now at Keurig, the single cup coffee brewing system
that’s sitting in offices all over the country. He’s there to launch their brewer for
the home market, and he hires us for the third time. We all know how this will
work out.

2004

Circle Furniture is for people who aren’t afraid of a little color,
or anything else when it comes to making a statement.

2004 Data security is becoming a serious growing threat to businesses large and
small. We tell the story for Fortune 500 client Iron Mountain.
An entrepreneur comes to us with an idea for bottled water infused with unusual
flavor options, electrolytes, and no artificial sweeteners. OK. We create the name,
the logo and packaging, a theme line we like, and the sales pitch materials that
help him get retail distribution.

Discover a new body of water.

2005 EXECUTIVE AUTO GLASS CIRCLE FURNITURE
“CAR WASH” “MAKE A DATE”
As a large, growing credit union, our client DCU is becoming a mainstream financial institution. WILLIAM DEVANE VO:
But most people still don’t realize that lots of their next-door neighbors are using DCU instead What’s the worst that could happen “Looking for Love”
of a bank. We create a spot in the style of a suspenseful movie trailer, and hire the famous lyric sung:
movie trailer announcer, George Del Hoyo. if your replacement windshield isn’t
Well I’ve spent a lifetime looking for you...
DCU original equipment factory glass?
“NORMAL FAMILY” (Music under)
GEORGE DEL HOYA VO: Installed by industry certified
Meet the Delaneys. They seem just like a normal family. They have an technicians. VO: Can’t find a sofa you’re
equity line. A car loan. They’re investing for college. But the Delaneys don’t absolutely in love with?
have a bank. They’re members of DCU. Digital Federal Credit Union. Well, if you ever get a water leak
Because DCU puts their financial needs first. And that’s unusual. Looking for Love”
MR. DELANEY: There’s something funny about the Thompsons. I think it wouldn’t be the end of the world. lyric sung: I was looking
they still use a bank. for love in all the wrong places...”
MRS. DELANEY: Oh, dear. But if you’re ever in an accident....
it could be. (MUSIC UNDER)

Make an executive decision. VO: Why not make a date with
a different kind of store?
Get the Executive Safety Shield
Guarantee. Circle Furniture.

From Executive Auto Glass.

2005 BERTUCCI’S In order to recruit the most talented students, many universities make the commitment
“INGREDIENTS” to provide only the best pianos by becoming “All Steinway Schools”. Promoting this
In Italy, there’s a passion for fresh, simple program grows Steinway’s institutional sales business significantly.
ingredients, and true brick oven cooking. Every VO: Authentic Italian cooking begins
meal counts. To bring Bertucci’s authenticity to with fresh ingredients. And no one is
life, we shot a TV campaign in, where else, Italy. more demanding than Bertucci’s.
As part of Bertucci’s community involvement,
they get a little visibility around town. Each morning, Bertucci’s chefs start
with nothing but the freshest ingredi-
ents... and making garlic paste by hand.

And of course, cooking everything in
our brick oven to heighten the natural
flavor.

Who cooks like this anymore?
Bertucci’s.

We keep the passion for authentic
Italian cooking burning every day.

2006

The Procaccianti Group is one of the largest private owners of hotels around
the country, as well as other residential and commercial developments.

2006

The Steinway Art Case Collection offers very limited editions designed by
renowned artists including Dale Chihuly, Dakota Jackson, Britto and Karl Lagerfeld.

2006

DCU is the sponsor of the DCU Center in Worcester Mass., home of the AHL Sharks.

2007 Part of a corporate campaign for The Procaccianti Group.

Choosing the right doctor is a challenge for many people. We develop this on-line and outdoor campaign that
includes a personal questionnaire and gives consumers the profiles of several likely “Dr. Rights” for them.

2007

2007

Remember when selling bottled water to people was a crazy
idea? Our client thinks pets deserve the same benefits.

2008

Musicians love to jam and make a lot of noise. But unless they own a 100-acre estate or an island,
finding dependable practice space can be tough. An entrepreneur/engineer and musician created JamHub.
The band members plug in their instruments, put on their headphones, and nobody else can hear them.

2008 If you need any of these procedures, you don’t want to
wait for an appointment.
Affordable wine doesn’t have to be bad wine. That was our entre-
preneur client’s story. Or as we put it: “Drink more interesting wine.”

2009

AAA is known for dependable, affordable roadside assistance. Not car insurance. How can we
get the message across in a highly competitive category with major advertisers? By sharing true
stories of the crazy things that actually happen to drivers, and make them happy they have a
good insurance company.

AAA “STREET SWEEPER” AAA “PARACHUTE SANTA”

DRIVER VO: DRIVER VO:
“I was just sitting there in my little car… and a street sweeper started sweeping me “I was stopped at a light when a parachuting Santa Claus fell on my hood.”
down the street!”
ANNCR. VO:
ANNCR. VO: Fortunately, Triple A insurance never takes a holiday. We’re
Triple A can’t control who… or what’s on the road with you. But we can promise always looking out for your best interest… real people here to help
you fast, personal service... and a smart approach to car insurance that can save you understand how to get the policy that’s right for you. Really.
you a whole lot of money. Really.
Get your quote from Triple A today.
DRIVER VO:
“You gotta be kidding me, right? SANTA:
Ho, Ho, Ho.
ANNCR VO:
How much can you save? Get a quote from Triple A today.

2009

2009

2010 HOSPITAL OF ST. RAPHAEL
”MOSAIC” WEIGHT LOSS
HOSPITAL OF ST. RAPHAEL
”MOSAIC” BONE AND JOINT VO: The Hospital of Saint Raphael does
VO: The hospital of Saint Raphael more weight loss surgery
does more bilateral knee and hip
replacements than any hospital in than any hospital in the region...
Connecticut.
Why? Because we have the skilled surgeons…
Because our surgical skill, rehab and advanced procedures…
support programs add up to better
results… and ongoing personal support that lead
...So patients like Linda feel like to better results.
dancing again.
Saint Raphael’s. So patients like Kathy can live life to the
Experience. The difference. fullest.

Saint Raphael’s.
Experience. The difference.

2010

Bunge is a global agribusiness and food company operating in more than 40 countries,
with no common language or culture. In order to promote safety and operational programs
to more than 35,000 employees, we choose the universal appeal of comic art and work
with a renowned comic art illustrator (with translations in every language).

2010

2011 DCU DCU
“REVOLVING DOOR” “PAYDAY”
It’s time for a new DCU TV campaign, and we have an unusual challenge. DCU has way too many
great products to ever fit into one TV spot. We really need a lot of spots, but production and talent KEVIN KILNER VO: KEVIN KILNER VO:
are expensive. Well, the messages are so strong and simple, we figure we can do each one in 15 With so many people leaving big Payday never seems to come soon
seconds. And what if there’s no on-camera talent and a locked-down camera? How many we could banks these days… enough.
possibly shoot in one day? It turns out the answer is 10. you might wonder where they’re
all going. But with Direct Deposit Checking from
DCU… payday can come two days
early.

Unless of course, you don’t mind
waiting...

DCU (DIGITAL FEDERAL CREDIT UNION)
“2ND CHANCE CAR LOAN/GARAGE”

KEVIN KILNER VO:
Tim just re-financed his car with a DCU 2nd Chance Car Loan…

He saved so much on his car payment… he could afford
a little something for his wife.

2011

“ Those new billboards are fantastic. Drivers are so distracted they don’t
notice our speed traps, and we’re writing a lot more speeding tickets!”
- NY State Police, in a phone call to Crystal Run Healthcare

Physician-led Crystal Run Healthcare in the Hudson Valley hires us to position and expand their growing business
in the midst of aggressive competition. But while we’re figuring out a strategy, they own these 10 outdoor boards
that haven’t been changed in forever and they really need new creative immediately. Well, all we know is that
these doctors seem really committed to a proactive approach to making people healthy. We have an idea.

2012

We’re pitching the Boston Private account, and we’re reviewing all the campaigns being done by financial
services companies. We see some good ones, but mostly we see a disconnect. Wealth in America has
changed, but most companies aren’t identifying with the men and women of all ages, backgrounds and
careers who are now financially successful. We see an opportunity, win the account, and do our part to
change the category.

2012

BOSTON PRIVATE BANK “PEOPLE LIKE YOU”
TOM WOPAT VO: Being a private banking client isn’t what it used
to be. Every day, Boston Private Bank works with all kinds of people
who are innovating... building... contributing.
Individuals... business owners... private partnerships... nonprofits...
families planning their financial futures.
People like you.
If you want the individual attention and expertise your financial needs
deserve...
This is your time... this is your private bank.